Yahoo Updates Data Practices, Offering Users Greater Control Over Personalization
FINLAND – November 12, 2025 – Yahoo is informing users of updated data practices regarding the collection and use of personal information for advertising and content personalization.The changes, detailed in a recent notice, provide users with more granular control over how their data-including precise location and browsing history-is utilized.
These updates arrive amid increasing scrutiny of data privacy and evolving European regulations. Yahoo, a component of the Yahoo group, leverages data points such as IP addresses, search queries, and geographical location to deliver tailored advertising and content experiences. The company also uses this information to measure advertising effectiveness, analyze audience demographics, and refine its service offerings. Users in finland, and across the European Union, are directly impacted by these changes, as they now have clearer options to limit data tracking for these purposes.
Users are presented with three primary choices: accept all data usage, reject all non-essential tracking, or customize their privacy settings. Selecting “Reject all” will prevent Yahoo and its partners from utilizing cookies and personal data for the aforementioned personalization and analytics functions. The “Manage privacy settings” option allows for a more nuanced approach, enabling users to individually control specific data-sharing preferences.
Yahoo emphasizes that users can modify their consent or adjust their settings at any time through links found on its websites and applications. Further details regarding Yahoo’s data handling practices are available in its privacy policy and cookie policy,accessible via links provided in the notification. These policies outline the full scope of data collection, usage, and user rights.
